SaaS case study, 2024
Hit 92% lower CPL and 7 new clients in 6 months for Scannable on Meta.
A safety equipment SaaS company used Meta targeting and webinars to reach a niche audience. Webinar leads grew 450× in 6 months.
Leads from webinars grew 450× in just six months.
Cost per lead dropped 92%, so winning new clients became more sustainable.
Scannable won 7 new clients within six months, proving the campaign's ROI.
CLIENT SNAPSHOT
The brief
A SaaS platform for equipment management and compliance, with Smart PPE tags that safety teams scan instead of typing.
Scannable is a SaaS platform for managing safety equipment and compliance. It serves safety teams, and the users and makers of PPE, around the world. Its Smart PPE tags, inspection records and reports take the data entry out of tracking kit.
The product had real impact, but Scannable had no clear digital marketing plan to reach a niche safety audience.
The problem
A niche audience, a tight budget, an outdated CRM and low webinar attendance.
What we did
Meta targeting, webinar promotion and data enrichment.
We built the program around the one channel that could reach this audience.
We ran a full audit and found Meta was the best channel. Custom audiences built on interests reached decision-makers.
We promoted webinars and backed them with educational content. We filled in missing prospect data so sales could follow up. We retargeted people across platforms and tuned the Meta ads every week.
BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.
Interest-based targeting to reach very specific decision-makers.
Educational events that nurture prospects with complex needs.
Filled in missing prospect details for the sales team.
Improved cost per lead and engagement every week.
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